Purdey’s and British icon Idris Elba have launched a collaboration called ‘Thrive On’.

The multivitamin fruit drink aims to extend it appeal as it launches its biggest ever campaign, encouraging consumers to make the most of life’s possibilities.

The campaign will explore, celebrate and inspire people who have the courage to follow their own path, who value a life built on experience and discovery, and who continue to strive to better themselves.

Idris Elba, star of the hit show Luther, was identified as the ideal partner for ‘Thrive On’. His success across television, stage and the big screen, as well as being an acclaimed musician, a sought-after DJ, a fashion icon, a successful entrepreneur and a passionate charity campaigner, demonstrate his constant commitment to growing and thriving.

Britvic’s GB marketing director Kevin McNair said: “Thriving isn’t about those immediate moments of glory that others see, it’s about shaping your own success in a way that is so natural and true to the way you live that it is almost effortless. Nobody embodies this better than Idris, and we can’t wait for him to bring ‘Thrive On’ to life, provoking, inspiring and enabling people to achieve whatever they set out to.”

Idris Elba OBE said: “I feel passionate about this partnership with Purdey’s because I’ve always been a strong believer that you’re in charge of your own destiny. Life is full of possibilities that are ours for the taking, and I’m looking forward to inspiring people to start thinking and acting in new ways, to really thrive, because no matter how far you get, there’s always more you can do.”

The consumer-facing aspect of the ‘Thrive On’ campaign will launch in April, with Idris introducing the public to the concept of thriving through a series of thought-provoking short films. The campaign will be backed by an outdoor campaign and strong digital support.